The Development of the Capability of Agricultural Processed Products for Value-Added of Community Enterprises in Pa Sang District, Lamphun Province
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Abstract
The objectives of the research were to study the situation of the agricultural processing product enterprise group in Pa Sang district, Lamphun province, and develop products and add value to processed agricultural products to make them a premium product of the community enterprise group in Pa Sang district, Lamphun province. This study used participatory action research (PAR) and mixed methods (experimental design: instrument development model) as a research design. The study had a mixed-methods research design that used both qualitative and quantitative research. The qualitative research consisted of a sample group of community enterprises. The researcher used an in-depth interview to develop agricultural processed products together and a focus group to analyze agricultural processed products before starting to sell products. Quantitative research data were collected from consumers who buy processed agricultural products. The findings demonstrate that the situation of the community enterprise group can be analyzed using segmentation, targeting, and positioning (STP) and environment analysis (SWOT). It can also be applied to increase product value. processed agricultural products of community enterprises, Pa Sang District, Lamphun Province. After adding value to the product, customer satisfaction is higher than ever, with a statistical significance level of 0.01.
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